Top 5 Oct. Monthly Mags: What Do Warhol and Boots Have in Common?

By Greer Jonas

Give up? Answer: Big advertising page gains. Interview magazine is up 98% in October ad pages as the iconic title founded by Andy Warhol in 1969 celebrates its 40th anniversary; and People StyleWatch, whose big fashion issue featured boots, is up 43% in ad pages in October compared to the same month in 2008.

Andy Warhol’s Interview
premiere 1969 cover

Charting our October boxscores this week in min, we found that 22 monthly magazines (of the 154 that we track) had a positive percent gain in October 2009. Only seven titles have a

People’s StyleWatch
October 2009

positive percent gain year to date, January-October 2009 compared to 2008.

At the summit of our Top 5 chart below, based on highest ad-page gains in October, is Interview. David Hamilton, VP/publisher, tells min that under the leadership of editorial director Fabien Baron, the magazine’s circulation has consistently continued to grow since its redesign in September 2008. Longtime advertisers in categories of fashion, luxury, entertainment, beauty, art and hospitality were all on hand to commemorate the anniversary issue with 49 additional ad pages compared to October 2008.

Three Time Inc. titlesAll You, StyleWatch and Southern Living—scored serious ad-page gains. “Our advertisers recognize the consumer power of our audience,” says Michelle Myers, publisher of StyleWatch (up by 23.67 ad pages in Oct.’09 compared to ’08). Myers says her  readers are passionate about fashion, beauty and, of course, shopping. She tells min that she expects to be "driving retail sales in the fourth quarter." As of October 2009, SW is up 21% year-to-date, which is the highest of all of the titles in min’s monthly chart.

See the full October 2009 Monthly chart in min.

Greer Jonas is managing editor of min.